Sports no longer a sponsorship opportunity for super funds

The Association of Superannuation Funds of Australia (ASFA) head of research Ross Clare believes sports is becoming an important asset class for super funds, noting the dynamics in sports investment has transformed drastically over recent years, based on what he's observed at the ASFA Investment Summit 2026.

"Owning a sports team was once seen as an exercise in ego and excess, no different to purchasing a luxury yacht. However, as markets evolve and super funds look for new ways to diversify, some experts are making the case for more strategic investment into our favourite pastimes," Clare said.

In a panel lead by Equip Super chief executive Luke Symons, Emergent Global chief executive Holly Ransom and Deloitte sports practice lead Sandra Sweeney discussed the possible role sports can play in portfolios. Historically, the panel noted, opportunities for Australians to invest into this sector have been limited and super funds have instead opted simply to sponsor teams or venues as part of their marketing.

Currently, Hostplus is one of the largest super funds among its peers on sports sponsorships, which includes the Australian Football League, Richmond Tigers, Gold Coast Suns, and more. Aware Super, Cbus Super, and Equip Super are also heavily involved in various sports sponsorships.

"But with thousands of Australians eagerly attending sports events or watching at home each week, many funds are now looking more strategically at the sector as a means to generate profits and access new markets," Clare noted.

"First movers, the panel said, will be most likely to generate the best returns from this untapped market, but the path forward isn't clear cut."

Although institutional investors will still face "considerable" barriers to entry in the form of strict governance and the potential reputational risks posed by individual athletes' behaviour, they can gain exposure to the sector in other ways, including investing in sporting precincts or technology companies, Clare said.

Validating Clare's statement, APEX, an athletes-backed sports investment firm, noted Australia offers some of the most unique opportunities when it comes to sports investment.

"We look at opportunities globally, including in Australia, where the sports ecosystem is vibrant and diverse. Leagues and teams across the AFL (Australian Football League), NRL (National Rugby League), A-League (soccer), Supercars Championship, and Big Bash League (cricket) all demonstrate strong fan engagement, media rights value, and commercial potential," APEX told Financial Standard.

"Emerging formats, like T20 cricket innovations or new motorsports concepts, are also attracting attention.

"Our focus is on assets that combine live sporting appeal with scalable revenue models and the ability to resonate with both local and international audiences."

Just last month, Swedish giant EQT Group acquired a majority stake in Melbourne Storm, further accentuating the appetite of institutional investors entering the Australian sports market.

Meanwhile, in a global context, Apollo Global Management said sports, as an asset class, is growing at a rapid pace, providing over $3.5 trillion (US$2.5tn) of opportunities emerging from media rights revenue, increasing institutional capital, heightened financing opportunity, and more.

It also formed a specialised sports investment division in September last year.

Since launch, Apollo Sports Capital has swiftly acquired a majority stake in Atletico de Madrid, a first-division football club in Spain, as well as minority stakes in New York Yankees from the Major League Baseball in the US, and Wrexham AFC, which is partially owned by actor Ryan Reynolds.